The BuyerSphere Project – An Interview With Gord Hotchkiss

Originally posted by Jeremy Victor on www.b2bbloggers.com. This interview has been reposted here with his permission.
The BuyerSphere Project puts into context all that is changing with B2B marketing and B2B buying behaviors and purchases. It goes in depth on virtually every topic affecting how business buys from business in a digital marketplace. The content of this book is the result of an extensive research initiative conducted by Enquiro with the support of Google, Marketo, Covario, Business.com, and demandbase. While I purchased a copy of the book at Amazon, Enquiro also graciously offers the the book as a free download at [...]

Gord Hotchkiss Interview and Preview to SES San Jose

As a preview to the upcoming Search Engine Strategies conference in San Jose, Byron Gordon of SEO-PR caught up with our CEO & President, Gord Hotchkiss. Gord will be presenting at the search marketing conference as part of its B2B & Vertical track on August 12. He will be joined in person by the same B2B panel of experts that participated in our popular webinar series.
The BuyerSphere Project at SES San Jose
August 12, 4:00 – 5:15pm
- Gord Hotchkiss, President & CEO, Enquiro
- Mark McMaster, Senior Planner of B2B and Technology Markets, Google
- Ben Hanna, VP Marketing, Business.com
- Chris [...]

What Age Is Your Customer? June 24 Webinar Explores the Digital Age Divide

I can hardly believe we’re only a few days away from wrapping up the BuyerSphere webinar series.  It has been quite a journey.  Since the beginning of April, we’ve been building this amazing package of webinars and research papers which go to the very core of B2B marketing.  Experts from Google, Business.com, Covario, Demandbase and Marketo have all contributed their unique experience and marketing advice. If you’ve missed them so far, you can still get the recordings and white papers at www.enquiro.com/b2bresearch.
Our final webinar in the series will be – in my opinion – one of the most fascinating and [...]

PPC Measurability: A Double Edged Sword

In marketing circles, the old adage: "Half my advertising money is wasted. The problem is that I don’t know which half!" is often regarded as marketing fact and has been more or less accepted as fact until now. In a down economy marketers are now heralding this statement no longer as a quote, but as a mission statement to finding where to invest money.  However, the very nature of this quote embodies the challenge that all marketers face: attribution. The famous marketing quote was reportedly said by William Lever, John Wanamaker, and F.W. Woolworth; begging the question: who gets the [...]

How Does Your Risk Fit Into My Funnel?

I had the pleasure of producing Enquiro’s recent webinar titled Beyond the B2B Buying Funnel. Being a B2B marketer myself, I’m quite fond of the funnel concept and use it to map things like lead volume vs. position in the sales/marketing cycle. An interview I conducted with Jim Sterne takes a look at funnels of different shapes and how they reveal demand generation ailments and successes.
But where does the funnel fall short? One of the main messages I’ve taken away is that we shouldn’t look to the funnel model to imply a clear top-to-bottom progression in the sales process. Gord [...]

Participate in Our B2B Marketing Survey and Win!

As most of you know, Enquiro Research works tirelessly to put out excellent B2B focused research. Now it’s your chance to be a part of it.
We would like your input in an online survey, in order  to understand more about  your experiences when making business purchase decisions, and/or going through the process of short-listing vendors and business solutions. By completing the survey you’ll be adding valuable insight into an area of business that is undergoing tremendous change.
The survey will take you 15 – 20 minutes to complete and you could win a $25 Starbucks card to thank you for [...]

Writing and Promoting White Papers – an interview with Michael Stelzner

Michael Stelzner is one of the leading authorities on the topic of writing and marketing white papers. He has written more than 130 white papers for many of the world’s most recognized companies, including Microsoft, Dow Jones, FedEx, Motorola, Monster, Hewlett-Packard and SAP.
In this 17 minute interview, you’ll hear me ask Michael about white paper promotion from a b2b marketing perspective, including:

What prompted the book Writing White Papers?
 
Which promotional channels work best for white papers?
 
What is the life span of a white paper?
 
Should companies charge for white papers?
[...]